Investigating the Impact of Internal Marketing on Customer Orientation (Case Study: Insurance Industry of Abadan City)

Abstract

The purpose of this study is to investigate the effect of internal marketing on the customer orientation in the insurance industry of Iran. For this purpose, Insurance Industry of Abadan City was selected as case study. This study is a practical research from purpose view and is a descriptive-survey one from research methodology view. The statistical population of this study includes 250 members. For this purpose, 250 questionnaires were distributed. The questionnaire consists of 24 questions for employees and 15 ones for customers. The questionnaire was developed in five-point Likert scale. In order to analyze the research data and test the hypotheses, both SPSS and Smart-PLS were used. The findings revealed that internal marketing affects organizational commitment significantly. The findings showed that the positive relationship between internal marketing and organizational commitment is significant (p≤0.05). Another part of our findings showed that internal marketing affects customer orientation significantly. Also our findings showed that customer orientation affects organizational commitment significantly. The findings showed that the positive relationship between customer orientation and organizational commitment is significant (p≤0.05). On the other hand, the findings showed that internal marketing affects customer satisfaction through customer orientation significantly. Finally, the findings also showed that positive relationship between customer orientation and customer satisfaction is significant (p≤0.05).